This article is published by NetEase Cloud .
Author:Wang Wenkai
To talk about what the core business of an OEM is, there are two: one is building cars and the other is selling cars. Today I want to talk about car sales, which is the sales business of OEMs.
At present, China's auto sales model is all through dealers (for the time being, those vertical auto e-commerce companies are not considered, which is not the focus of this article), ordinary individual customers cannot directly order vehicles from OEMs, they all go through 4S stores This means that the OEM needs to sell the car to the dealer (wholesale) first, and then the dealer will sell the car to the individual customer (retail); for the OEM, the former is equivalent to the whole vehicle approval Sales, the latter is vehicle retail;
Generally speaking, the sales department of the brand will divide the country into several sales regions, each region generally includes several provinces, the next level of the region is the community, and the community is generally the city level, and then to the dealer; so It is a three-layer structure: large area - community - dealer
Closer to home, let’s say that the sales department’s leader puts forward a request, hoping to provide a dashboard of car sales, without mentioning any other detailed requirements (Leader, just talk about the general direction, the rest is up to me and other people to figure out for themselves ), then let's take a look at how to quickly build a valuable car sales kanban in 10 minutes;
Before we do it, we are still goal-oriented and take the time to think about what value this dashboard can bring to the business? I summarize the following points:
1. Discovering problems: I hope to be able to find out the abnormal situation of the sales business at a glance
2. Locate the problem: I hope to be able to locate the problem
3. Solve the problem: hope to develop a solution from it
4. Verification problem: After the solution is implemented, it can be judged from the data change whether the business has returned to normal.
So these four steps should be a closed-loop process, so let’s start working towards this goal now.
First, I assume the current date is 2017.1.22, I want to see the retail completion of this month;
1. Find the problem:
First show some core indicators: MTD sales (monthly cumulative), monthly goals and monthly completion rates.
Does it make sense to just look at the completion rate? A very simple idea is to race against time; the so-called time is more than half, the completion of the task should be more than half; obviously, when the completion rate of the month has fallen behind the schedule, the indicator will turn red; you can see at a glance There must be an abnormality in the current business; that is, we have found a problem;
2. Positioning problem
After finding the problem, we will start to locate the problem. First of all, we want to see how the sales in each region are, as shown below
The left half shows the number of sales and the target for this month in each sales region;
The right half shows the completion rate and time progress axis of each region
Obviously, it can be seen at a glance that, except for the progress of sales in District 2, which exceeded the schedule, the rest have not reached the standard, especially in Sales District 1 and Sales District 4, which are far behind.
Moreover, as we mentioned before, our country has a hierarchy, which can be used to focus on the drill-down function to see which cities and which dealers have problems. So we locate the problem
3. Solve the problem
Since we want to formulate a solution, we need some more analysis; the following figure is a scatter plot, mainly
Show the sales situation of each city this month (whether it meets the standard), and whether there is an increase between yourself and yourself in the same period last year.
In this way, all cities can be divided into 4 quadrants
1. High-quality areas: the cities in this quadrant have reached the standard this month, and they have increased year-on-year, so they need to continue to be maintained;
2. Abnormal area: All the cities in this area have reached the standard this month, but compared with the same period last year, the sales volume has dropped year-on-year. Does this mean that the sales target is set a bit low? Is it necessary to push more pressure to these cities?
4. Abnormal area: Cities in this area increased year-on-year, but did not meet the standard this month; then you need to see if the target is set a little high;
3. Areas to focus on: The cities in this area are very problematic. They did not meet the standard this month, and they also declined year-on-year, so they are all lagging cities and need to be paid attention to; also, this picture can also be drilled down through the city Go to the dealer to see the distribution of the dealer.
In addition, we can also pay attention to the ranking of the following regional managers and 4S stores; it can be seen from the right half of the figure below that most of the dealers in the country are not up to the standard;
You can also look at the distribution of sales across the country by customizing the regional map
Finally, some detailed tables can be displayed as data export
Through some of the above analysis, we have found a lot of ideas for solving the problem. We have found the city and dealers in the problem, and found the causes that may cause the problem; and through the ranking of sales managers, we can see their performance, so that A solution was developed for the following points:
1. Re-review the setting of the sales target, whether it conforms to the local reality. For example, whether the relevant purchase restriction policies have been introduced in the local area.
2. Further follow up on the problem city and distribution, and send personnel to conduct on-site research; is there any problem with the reception at the 4S point? Is the sales consultant not following up in time?
3. Continue to analyze the specific problems of which models, so as to adjust the corresponding marketing strategy and advertising strategy...
4. Authentication problem
Through the implementation of these solutions, the data changes in the report can be used to verify whether it is effective, and to observe whether the business has returned to normal;
Through the above analysis of several charts, you can build a valuable car sales dashboard. The complete Kanban board is as follows, and you can perform association analysis by setting the chart linkage.
PS: All the charts in this article are completed by NetEase Youshu;
If you want to create a data kanban, please poke at NetEase Youshu-NetEase Big Data|Professional Privatized Big Data Platform
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